MAX OTTIGNON: AI IS SO HYPED, DESIGNERS PRETEND TO USE IT MORE THAN THEY ACTUALLY DO

Summary from the TLDR Design newsletter

AI is being overhyped in branding, with some designers and companies pretending to use it, but the real issue is that branding has become generic—and AI risks amplifying sameness unless it's used to amplify ideas, craft, and difference rather than efficiency. Agencies should focus on quality, start with strong ideas, embrace experimentation, and fight apathy, because while AI can make good designers better, it cannot replace the deep, distinctive thinking required to build memorable brands.